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In the last decade, Big Data technology has been extremely disruptive with open source playing a dominant role in shaping its evolution. It has led to a complex ecosystem where new frameworks, libraries and tools were being released pretty much every day, creating confusion as technologists struggled to understand the…

CDP Functional Overview


Customer Data Platforms(CDP) have recently received a lot of attention as they are becoming an essential part of the digital strategy for an enterprise. This article provides an introduction to CDPs to help demystify their functionality and usage. Basically, a CDP is a marketer-managed which creates a persistent, unified customer

AI/ML Landscape

Back in 2015 I had written an article on 100 Big Data papers to help demystify landscape. On the same lines I thought it would be good to do one for AI. The initial part is about the basics and provides some great links to strengthen your foundation. …

In Part 2 we looked at how Personalization is a message or content that is relevant to the individual user, built on top of Globalization and interacts closely with Experimentation. …

In Part 1 we looked at some of the scenarios on how we Personalize to create customer delight in their interactions with us. In Part 2 we will look at a functional framework in how we go about solving for those scenarios.

Let’s start with the basic definition of Personalization…

  • By Anil Madan Platform Engineering, Mayank Gupta Product Management Personalization

Our mission at Intuit is to Power Prosperity Around the World for small businesses, self-employed and consumers. We want to generate more money, more time, and more confidence for 50+ million people. By leveraging our data we want to build…

In Part 3 we covered the execution engine that supports serving thousands of concurrent experiments to millions of users. In Part 4 we will look into the basics of experimentation analytics.

Overall Evaluation Metric (OEC)

If you recall from Part 2, OEC refers to what measure, objective or goal we trying to achieve. …

In part 2 we covered the design and setup of experiments to support thousands of concurrent experiments. In Part 3 we will look into the execution engine that serves experiments.

Logical Architecture

Let’s look at the logical architecture — steps 1 to 3 are design time, while steps 4–10 are runtime, when…

In Part 1 we looked at how Intuit’s culture of design thinking has evolved to embrace rapid online experimentation. In Part 2 we will look into Design of Experiments.

Any experiment is a continuous process of design, execute and analysis. Let’s take a closer look at each.

Fig 1: Experimentation lifecycle flywheel


There are some…

This is a 4 part series on experimentation at Intuit. Part 1 covers the culture of experimentation @Intuit while Parts 2 to 4 cover how we have built a powerful and scalable experimentation platform to power data driven decisioning.


Our mission at Intuit is to Power Prosperity Around the World…

Anil Madan

Vice President, Data Platforms Walmart

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